Mystery boxes have become a significant part of the digital shopping experience in recent years. These surprise boxes allow consumers to purchase a box for a fixed price, the contents of which are unknown beforehand. After the virtual opening, the products contained are revealed, which enhances the appeal of the unknown and the excitement of unpacking.
Originating in East Asia, particularly Japan and China, where "Lucky Bags" or "Fukubukuro" have been part of sales campaigns for decades, this concept has evolved. In Europe, especially in German-speaking countries, this concept has been established since around 2021 and is enjoying growing popularity. Jemlit, a platform offering a variety of mystery boxes in different categories, is a prominent provider in the German-speaking area.
Despite the fascination, mystery boxes also carry risks. An investigation by Stiftung Warentest revealed that the contents of many boxes are often disappointing, and the actual value of the products is often below the purchase price. The mechanisms of buying and opening mystery boxes can be addictive and have similarities to gambling, which can be particularly problematic for younger buyers.